Understanding the role of TikTok´s user-generated content on gen Z women: purchasing intentions in the sustainable fashion industry

Abstract

Nowadays, social media, particularly platforms like TikTok with its massive Generation Z user base, has become a breeding ground for influencer marketing. As the sustainable fashion movement gains traction, replacing environmentally damaging fast-fashion habits, understanding consumer behavior in this space becomes crucial. Therefore, the general goal of this dissertation is to understand how Gen Z women's engagement with user-generated fashion content on TikTok affects their purchasing decisions within the sustainable fashion sector. To achieve this aim, a qualitative approach was adopted, involving 14 semi-structured interviews, making use of a diverse sample of Generation Z women. Data analysis was conducted utilizing Braun & Clarke’s Content Analysis technique. Results reveal that Generation Z places greater trust in authentic user-generated content over sponsored content associated with brands. Furthermore, Generation Z demonstrates a growing awareness of sustainable practices. Finally, the purchasing intention is not necessarily influenced by usergenerated content, as there remains a consistent absence of sustainable fashion content on TikTok.